Alternative Evaluation and Selection
1.Which of the following was used by Sunbeam Appliance Company to assist in redesigning its many lines of small kitchen appliances?
A) consumer usage and attitude survey
B) consumer attribute and benefit survey
C) conjoint analysis
D) product line sales and market share simulations
E) all of the above
2. How did Sunbeam Appliance Company use conjoint analysis to help them redesign its many lines of small kitchen appliances?
A) It was used to determine how and for what purpose products in the product category are used, frequency of use, brand ownership, brand awareness, and attitudes toward the product.
B) It was used to provide importance ratings of product attributes and benefits desired from the product category, along with perceptions of the degree to which each brand provides the various attributes and benefits.
C) It was used to provide data on the structure of consumers' preferences for product features and their willingness to trade one feature for more of another feature.
D) It was used to determine emotional dimensions of food processors.
E) It was used to determine consumers' evoked sets with respect to small kitchen appliances.
3. Which of the following does NOT influence the evaluation of alternatives on each criterion?
A) decision rules applied
B) evaluative criteria
C) importance of criteria
D) alternatives considered
E) all of the above influence the evaluation of alternatives on each criterion
4. Which theory assumes that the consumer is a rational decision maker with well-defined, stable preferences, and has sufficient skills to calculate which option will maximize his or her value and will choose on this basis?
A) attribution theory
B) rational choice theory
C) dual coding theory
D) affect theory
E) calculated theory
5. What is the task in the rational choice theory?
A) to identify a consumer's evoked set
B) to identify the feelings and emotions influencing consumers' decisions
C) to identify the trade offs consumers are willing to accept with respect to product attributes
D) to identify or discover the one optimal choice for the decision confronting the decision maker
E) to identify the cognitive structure of consumers when making a choice
6. A metagoal refers to _____.
A) the overall amount of energy devoted to any given purchase
B) the general nature of the outcome being sought
C) the conscious thinking of all decision processes
D) using nonfinancial criteria to make purchase decisions
E) none of the above
7. Which of the following is an example of a metagoal?
A) maximizing the accuracy of the decision
B) minimize the cognitive effort required for the decision
C) minimize the experience of negative emotion while making the decision
D) maximize the ease with which a decision can be justified
E) all of the above
8. Maximizing the accuracy of the decision or minimizing the experience of negative emotion while making the decision are examples of consumer _____.
A) metagoals
B) rational goals
C) evoked goals
D) affective goals
E) primary goals
9. A limited capacity for processing information is known as _____.
A) working memory
B) bounded memory
C) bounded rationality
D) bounded processing
E) finite processing
10. Duane is of average intelligence, and like most consumers, he cannot compare too many alternatives at one time. This limited capacity for processing information is known as _____.
A) working memory
B) bounded memory
C) bounded rationality
D) bounded processing
E) finite processing
11. Which of the following is a type of consumer choice process?
A) affective choice
B) attitude-based choice
C) attribute-based choice
D) a and b
E) a, b, and c
12. Which of the following is NOT a type of consumer choice process?
A) affective choice
B) attitude-based choice
C) rational choice
D) metachoice
E) all of the above are types of consumer choice processes
13. Which of the following tends to be more holistic in nature, and the brand is not decomposed into distinct components that are evaluated separately from the whole?
A) affective choice
B) attitude-based choice
C) rational choice
D) attribute-based choice
E) instrumental choice
14. Amy is shopping for a dress to wear to a formal dance. She tried on several dresses, not even noticing the price of each. After about two hours of this, she tried one on and exclaimed, "This is it!" That particular dress was the one that she thought made her look fabulous, so she bought it. Which type of choice did Amy use to select this dress?
A) affective choice
B) attitude-based choice
C) rational choice
D) attribute-based choice
E) instrumental choice
15. Which of the following motives are most likely in affective choices?
A) consummatory motives
B) primary motives
C) affective motives
D) immediate motives
E) instrumental motives
16. Which type of motives underlie behaviors that are intrinsically rewarding to the individual involved?
A) instrumental motives
B) affective motives
C) cognitive motives
D) consummatory motives
E) personal motives
17. Pamela likes to sew because it relaxes her. To her, it's like therapy. For Pamela, sewing represents which type of motive?
A) instrumental motive
B) affective motive
C) cognitive motive
D) consummatory motive
E) personal motive
18. Which type of motives activates behaviors designed to achieve a second goal?
A) instrumental motives
B) affective motives
C) cognitive motives
D) consummatory motives
E) personal motives
19. Hannah asked her mother to buy her a certain brand of athletic shoes because that's what all the other kids are wearing at school. For Hannah, which type of motive is most likely underlying her request for that specific brand?
A) instrumental motive
B) affective motive
C) cognitive motive
D) consummatory motive
E) personal motive
20. Which type of consumer choice process requires the knowledge of specific attributes at the time the choice is made, and it involves attribute-by-attribute comparisons across brands?
A) affective choice
B) attitude-based choice
C) rational choice
D) attribute-based choice
E) instrumental choice
21. Joseph is considering the purchase of a computer, and he is comparing brands on the basis of price, memory, speed, and reliability. He mentally ranks each alternative on these attributes and makes a selection based on these rankings. Joseph is using which type of choice process?
A) affective choice
B) attitude-based choice
C) rational choice
D) attribute-based choice
E) instrumental choice
22. Which type of consumer choice process involves the use of general attitudes, summary impressions, intuitions, or heuristics, and no attribute-by-attribute comparisons are made at the time of choice?
A) affective choice
B) attitude-based choice
C) rational choice
D) attribute-based choice
E) instrumental choice
23. Bobbie bought a Dell computer because her brother has one, and he seems to be satisfied with it. She did not compare any other computers when making this choice. Which type of choice process did Bobbie use?
A) affective choice
B) attitude-based choice
C) rational choice
D) attribute-based choice
E) instrumental choice
24. Which of the following statements is true regarding consumer choice processes?
A) Attitude-based choices require the knowledge of specific attributes at the time the choice is made.
B) The greater the motivation to make an optimal decision, the more likely an attitude-based choice will be made.
C) Motivation, information availability, and situational factors interact to determine which choice process will be used.
D) Consumers do not use attitude-based choices for important decisions.
E) Attitude-based choices require the comparison of each specific attribute across all brands considered.
25. The various dimensions, features, or benefits consumers look for in response to a specific problem are called _____.
A) alternatives
B) choices
C) heuristics
D) evaluative criteria
E) motives